Case Study: How Entravision San Diego & TurboTax Engaged Hispanic Audiences at the Height of Covid-19
There’s nothing like a global pandemic fueled by economic uncertainty to make people anxious about their finances. In an effort to raise brand awareness and boost consumer confidence, TurboTax partnered with Entravision to form a creative marketing campaign that would put the San Diego Spanish-speaking public at ease by answering their stimulus package questions in light of recent events. Read on to find out what made the campaign a major success despite debuting in less than ideal circumstances.
Background
Hispanic Marketing Strategy
In order to raise awareness and engage Hispanic consumers from all angles, Entravision Local Marketing Solutions ran a multiplatform Spanish-language campaign for Turbo Tax across the 6pm local news broadcast on TV, Facebook, and YouTube in April 2020. Given the huge spikes in local news viewership due to the public’s coronavirus concerns, reaching Spanish-speaking Latinos in San Diego via broadcast was a key component of the campaign. According to Nielsen research , local TV news' share for viewers ages 25-54 viewing for all quarter-hours rose to 30.4% (from 25.7%) in the week of March 9th alone - making local broadcast a no brainer for this campaign in particular.
A combination of a News Elevator, Facebook Posts, YouTube video post, and audience participation methods were also used to engage with the community and respond to their burning questions and concerns.To increase audience interaction and participation, the campaign engaged local audiences directly by giving them the option to send in questions to Turbo Tax CPA Miguel Burgos via Facebook and Skype. Not only did this allow for audience members to receive free personal one-on-one advice from a finance professional, but it also allowed the rest of viewers who tuned in to gain these insights for themselves as well. In doing so, TurboTax was able to build a foundation of trust and consumer confidence thanks to lending a helping hand to the community who was actively seeking knowledge about the topic.
Social media played a huge role in the campaign, and there’s no denying that social media marketing is a staple in today’s digital marketing world - and for good reason. Aside from building community and receiving the latest information, social media is the perfect vehicle for conversations to continue online. While social media is booming across all ages and ethnic groups, research shows that U.S. Hispanics over-index for the amount of time they spend on social networking sites, with 52% spending one or more hours on social media daily, compared with 38% of non-Hispanic Whites.
If you thought that was impressive, consider that 24% of Hispanics have been found to spend three or more hours per day on social media sites compared to their non-Hispanic White counterparts at 13%. For this reason, Facebook and YouTube posts were an ideal, results-driven method for engaging with this audience of social media connoisseurs.
Data Driven Results
